In her BlogWell presentation, Sears Holdings Corporation's DVP, Customer Analytics & Social Media, Jennifer Dominiquini, shares how they built and engaged their community.

1. ®
How Big Brands Use Social Media
Sears Holdings Corporation
Jennifer Dominiquini
Building & Engaging the Community
San Francisco | June 20, 2011

2. FitStudio: Building a Fit Community
Jennifer Kelly Dominiquini
Divisional Vice President (Toys, Seasonal & Sporting Goods)
Sears Holdings Co

3. SoMe at Sears Holdings…engagement reimagined

4. Digital and social is everywhere at Kmart and Sears

5. But today my focus is on the not always known…
Who knew that Sears is America’s
Leading Fitness Retailer?

6. Our Challenge: the clothes hanger
Why is the treadmill the most expensive clothes hanger
people own?

7. Our Observation: conversations on health and wellness are everywhere
• Exercise
• Meditation
• Diet
• Nutrition
• Technology
• Politics
• Finance
Slide created by Y&R

8. Our Opportunity: a fitness DIY culture with people taking advantage of a
host of digital tools
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Source: Mintel, Exercise Trends Report, 2010
Slide created by Y&R Base: 1,488 adults aged 18+ with internet access who exercise

9. FitStudio: our vision
“ We help you get
started... and we keep you going.
_”
FitStudio isn’t just an online fitness hub where
people can connect. It is a groundbreaking 21st
century fitness experience with the purpose of
“Inspiring Victories” around people’s fitness
goals.
It will utilize a powerful combination of an online
community, relevant content, and tools that will
work together to help novices and professionals
alike learn, share, find inspiration and inspire.

10. An integrated value-proposition for professionals and consumers
Pros that provide
support, advice and
services
Those who
Those who need Information
need Support and Advice, Tools
and Community and Products
And those that need
both
Slide created by Y&R

11. We started as Sears Fit Club…and got personal
Page creative by Salt Communications

12. Over time we rebranded into an integrated ecosystem

13. How: five principles of community building
1) 5)
2) 4)
3)
Source: Principles derived from Mark Bonchek, SVP Community, Sears Holdings

14. A top notch blogging and advisory team provide much of the content
Health &
Fitness Pros Wellness Blogging Team
Andrea Metcalf Scott Herman Dr. Ian Smith Dave Grotto R.D. Carla Birnberg* Kelly Olexa*
Author of Naked Personal Trainer General Health Expert Nutrition Specialist Fitness Blogger Fitness Motivator
Fitness Motivation & General Panel Member of Host of radio show Personality of
Personal Trainer Fitness Celebrity Fit Club Let’s Talk Health MizFit.com
Chicago
Alfonso Moretti Steve & Bonnie Pfiester Dr. Vonda Wright Dr. Ronald DeMeo Joyce Cherrier* Danny McLarty
Personal Trainer Personal Trainers Orthopedic Surgeon Pain Management Personal Trainer Personal Trainer,
Personality of the Featured on VH1 and Author of Fitness Specialist FreakingFitness.com Sports Training
Angry Trainer ABC fitness shows After Forty Meridian Health
Lisa Johnson* Franklin Antoian
Personal Trainer, Personal Trainer,
Pilates and Fitness Weight Loss and
General Health

15. Content reflects a blending of product and lifestyle
Fitness and Sporting Goods Blog fsgblog.sears.com @searsfitness

16. Content fuels conversation on all social properties
Twitter & weekly #Fitstudio chats Facebook Discussions

17. Pro to peer and peer to peer collaboration drives engagement
Forums
Questions with the Pros

18. The whole community collaborates in individual success
Christopher Borders before and after BCx

19. Healthy competition fuels added collaboration
Source: Slide compliments of Bonnie and Steve Pfeister, BCX bootcamp

20. Co-creation is our fuel to build the community moving forward

21. Jennifer Kelly Dominiquini, DVP
Sears Holdings Corporation
Jennifer.dominiquini@searshc.com
@jendominquini @frontlinemom
For more information:
http://bit.ly/fitstudiobcxintro

22. ®
How Big Brands Use Social Media
Learn more about upcoming
and past BlogWells:
http://socialmedia.org/blogwell
or
live@socialmedia.org
San Francisco | June 20, 2011